The campaign’s success resulted in more than 1,100 coupons that were redeemed in 30 days, half of which came from the printed postcards. Buehler, President of Marketing and Visual Communications at Alliance Franchise Brands, says the outcome highlights how a well-executed print campaign, especially when combined with digital elements, can effectively engage a specific demographic and foster trust in the brand.

“Print has this remarkable ability to break through the clutter of digital marketing,” Buehler says. “It creates a tangible connection with the audience. The tactile nature of print is powerful because it engages multiple senses. The feel of the paper, the weight in your hand, and even the finish—whether it’s glossy or matte—all contribute to how the message is perceived. That sensory experience creates a deeper emotional impact and makes the content more memorable.”

In a time when digital flashes can overpower the senses, marketers continue to find more and more ways to create a rapport with their communities and build trust. That means going deeper into strategies that can establish credibility with a virtual barrier between them and their prospects. Nobody understands this better than today’s printers, which remain committed to extolling the virtues of what it means to pair the power of print with the digital. “The feel of the paper, the weight in your hand, and even the finish—whether it’s glossy or matte—all contribute to how a message is perceived,” Buehler says. “That sensory experience creates a deeper emotional impact and makes the content more memorable. Print really sets the tone for professionalism and credibility.”

It is in the campaigns like “Free the Taco,” which strategically blend print and digital, that the power of connection ensues. For example, a postcard with a QR code can seamlessly guide someone to a website or a social media campaign, creating a cohesive journey for the customer. Print adds a physical touchpoint to a digital campaign that can amplify engagement and brand recall like no other.

“When you see a high-quality business card, annual report or marketing piece, it communicates that the brand values attention to detail and cares about how it’s perceived,” Buehler says. “In a digital world, where content can sometimes feel rushed or disposable, print carries weight—literally and figuratively. It’s a statement that says, ‘We take pride in what we do, and we’re here to stay.’ That confidence resonates with customers.”

Print is It–Book It

There is no debating the precise reach digital offers in reaching its intended targets. But while digital media excels in speed and ease of execution with a broad reach, Diana Renner says print media offers a distinct, tangible experience that can make a brand stand out. As the Marketing Director for ThinkPatented in Miamisburg, Ohio, she has a front row seat to why print materials are memorable and lasting, and are able to provide unique sensory experiences through various paper types and finishes.

“Print can engage multiple senses—sight, smell, touch, and even sound—creating an intimate and enduring connection with the audience,” Renner says. “Print media serves as physical evidence of the information it conveys, akin to the reliability of a brick-and-mortar store. The investment of time, money, and effort in producing a printed piece signifies the legitimacy and trustworthiness of the message. This physical manifestation reinforces the credibility of the brand’s claims, fostering a sense of trust among consumers.”

Today, more than ever, the tactile nature of print allows for repeated engagement, which is critical given that it often takes seven or more touches to elicit a response from consumers. Through printed materials, brands are able to provide an additional layer of interaction that complements digital efforts, enhancing the overall impact of a marketing campaign. “The physical act of holding and interacting with a printed piece creates a memorable experience that digital alone cannot replicate,” Renner says. “Print media signals that a brand considers its message significant enough to merit a tangible form. This commitment to quality and attention to detail demonstrates professionalism and credibility. In an age where digital communications can often feel fleeting and impersonal, a well-crafted printed piece stands out as a testament to a brand’s dedication to excellence.”

ThinkPatented’s commitment to the value of print can be seen in its own tailored printed marketing materials. The print and marketing execution company actively communicates the advantages of print through various channels, including customer communications, blogs and social media. By sharing compelling stories and data that highlight the enduring impact and unique benefits of print, ThinkPatented effectively promotes its power.

Renner says ThinkPatented’s strategy is a concise method of building trust through honest and transparent consultation. For example, while every client is vigorously educated on the opportunities to enhance a campaign or project via print and digital elements, sales reps clearly communicate when a physical printed piece may not be the best solution for their clients’ needs.

The sales and consultation process includes:

• Providing clients with samples showcasing various print finishes, textures, and weights. This tactile impression can help clients appreciate the physical presence and quality of print.
• Demonstrating variable data printing by creating sample personalized brochures or mailers for the client. Explain how this technology can be harnessed to tailor messages to individual recipients, enhancing the sense of trust.
• Arranging a hands-on workshop or presentation where clients can experience the sensory aspects of different print techniques, such as embossing, foil stamping or scented inks.
• Providing information on sustainable printing practices, such as the use of recycled paper and eco-friendly inks. Clients are shown ThinkPatented’s certifications and efforts to minimize the environmental impact of print.
• “Through demonstrations, education and examples, printers can effectively communicate the unique strengths of print media,” Renner says. “This helps position print as a trustworthy and valuable component of modern marketing strategies.”

While David Bailey has yet to see edible print, he understands the power print has in touching every other human sense. As digital fatigue is a real thing, the President of Lithographics in Nashville, Tennessee, believes printers must continue to communicate how and why print is the ideal complement to help maximize the results of the desired outcome of any campaign.

“It is important to note the differences between digital media and digital print media,” Bailey says. “This has certainly been a challenge for print. What we experience is that marketers and businesses have learned their customers have a preference for print, one way or another. That’s why audio books have grown significantly in popularity. But we still do a significant amount of book work solely based on the fact that print is the consumption preference of the customer. Direct mail still works, too.”

Therein lies the strength of print building trust. If you take a deep dive into how the digital landscape has been perceived over the past few years—everything from the pandemic to politics—digital platforms have been stretched to the limits. “It is interesting to see how digital platforms can do and undo their verbiage and headlines from one moment to the next,” Bailey says. “I don’t believe this makes any of us place a high value of trust in that. While once something is printed you cannot un-print it, it certainly delivers a higher level of trust in the messaging. When something goes to print, it’s in print. The digital version can, and oftentimes does, change.”

In a world where screens replace physical meetings, building trust has never been more essential—or more challenging. It demands authenticity, consistency and a genuine commitment to connection, even from a distance. Brands that continue to find a balance between print and digital will continue to create relationships that matter.